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I*CARE Education Module "Crossroads" Wins 3 Telly Awards

I*CARE was recently awarded three 2010 Telly Awards which honor excellence in television programs as well as video, film and online productions placing MD Anderson in a distinguished group that includes Oprah Winfrey's Harpo Studios, ESPN and Time Warner Cable. I*CARE won bronze recognition in the education category and the training category and also received the highest Silver People's Telly Award for the "Crossroads" module. This educational module depicts interactions between physicians and patients regarding emotions in response to hearing bad news. The type of response the physician uses can change the course of the interview and the quality of the interaction. The entry went through a rigorous judging process, competing against thousands of national and international entries of high quality. I*CARE received one Silver statuette and two Bronze Statuettes made by the same company who makes the Oscars.

The Telly Awards was founded in 1978 to honor excellence in local, regional and cable TV commercials and programs as well as the finest video and film productions and work created for the Web. Their mission has been to strengthen the visual arts community by inspiring, promoting and supporting creativity. Today, the Telly is one of the most sought-after awards by industry leaders, from large international firms to local production companies and ad agencies. The 31st Annual Telly Awards received over 13,000 entries from all 50 states and 5 continents. Each entry competes against a high standard of excellence. Judges are from all regions of the United States, representing large and small firms including advertising agencies, TV stations, production houses and corporate video departments. People's Telly Awards entries are posted to the Telly Awards YouTube channel for a period of four weeks and during that time, the online community views and rates videos to help decide People's Telly Award Winners.

Walter F. Baile, M.D., professor of psychiatry at MD Anderson Cancer Center, and Robert Buckman, M.D., Ph.D., professor of medicine at the University of Toronto, and Adjunct Professor at MD Anderson are known world wide for their work in patient-provider communications. They created this module along with Project Director Cathy Kirkwood. "I'm so grateful that at MD Anderson we have the talent and resources to bear," Baile says. "I don't think there's any other medical institution in the world that could put together a site to bring content to people in such an exciting way."

Special thanks go to MD Anderson's experts, including UT Television (Greg West, Director, and Tom Eschbacher, Video Director), Sunni Hosemann, Program Education Coordinator, for script development and editing, Diana Garcia, Standardized Patient Actress, along with an institution-wide collaboration for making the program such a success. In 2005, Ms. Kirkwood was the Project Director of the Integrative Medicine Education Component and recruited Dr. Baile, Dr. Buckman, and other experts to participate in another award winning video "Important Conversations: Complementary Therapies and Cancer" which won the International Health and Medical Media (FREDDIE) award. This award is considered the "Oscar" of the medical media world.

Awards and Honors

Walter Baile, M.D.¸ Director and Cathy Kirkwood, MPH, Project Director are the 2012 John P. McGovern Award recipients. The award is given by the American Medical Writers Association (AMWA) to recognize persons who have demonstrated excellence in biomedical communication and who have made significant contributions to the field, particularly having a national or international impact.

I*CARE has been accepted to the ACGME Outcome Project Web site. RSVP - Recognize Success Via imPlementation is a showcase for works-in-progress of activities that may be used to teach and assess the general competencies.

Walter F. Baile, M.D., is the American Academy on Communication in Healthcare's 2010 Lynn Payer Award recipient for Outstanding Contributions to the Literature on the Theory, Practice and Teaching of Effective Health Care Communication and Related Skills.

I*CARE was awarded three Telly Awards, two bronze in the categories of “Education” and “Training” and the highest Silver award for the “Crossroads” module in May, 2010.